Ten Questions 2012 China'S Fashion Retailing Industry

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At the beginning of the new year, combined with the new changes of business channels in 2011, ten questions were raised to 2012. These are not only the topics of concern for the market operators, but also the future of brand retailers.

One

A long-standing argument is: "the world's consumption support point in Asia, Asia's consumption support point in China, China's consumption support point in the two or three line city".

When China's luxury consumer market is gradually booming, the expansion lines of big brands coincide. After the first tier cities become increasingly crowded and saturated, the channel sink has become their choice. China's two or three tier city has become the Xinjiang domain of luxury brands.

At the same time, the developers of shopping centers are also accelerating the project layout of the two or three line cities, which will solve the problem of insufficient hardware conditions of the luxury brands.

It does not care about the brand sinking and the way to sink more channels to get more profits, so that consumers in more two or three tier cities are scramble for luxury goods.

The first tier cities set up their image, and the two or three line cities deep ploughing the market and increasing sales volume, which is repeatedly emphasized by many luxury brand China presidents.

However, there are also worrying problems. Excessive emphasis on the growth of luxury goods in the Chinese market, especially for the market share of the two or three tier cities, is likely to mislead consumers to understand the true meaning of luxury goods.

The big ones are trying to figure out how to raise the single store operation rate of the two or three line city stores. Meanwhile, they should also shift the focus of their work to the pfer of customers' experience gradually.

Although the image of the first tier city tree, but the brand channel sinks at the same time, we can not self destruct image.

2 when will the luxury electricity supplier bubble break?

In the past year, the application of e-commerce in luxury industry has been thrived.

The influx of capital and the online sale platform of luxury goods springing up depicts a prosperous scene.

However, the bad news followed.

At the end of 2011, the website of Hohhot website was traced to "wage arrears and 90% employees had resigned".

In December 26, 2011, NetEase continued to fall down after less than a year after being online.

Under the cold winter theory of e-commerce, luxury goods have not been spared.

Luxury online business has become a major investment hotspot in China's e-commerce industry in recent two years. However, after a large amount of capital investment, there has been a slight bubble in the market. Experts predict that the excessive reliance on capital of luxury B2C website will eventually lead to collapse.

Although the bubble has formed and has the risk of rupture, there is still room for development in this market.

From the experience of the United States and Europe, luxury goods are the last piece of the online market. In 2000, the American online market has been very prosperous. But five years later, luxury goods began to enter the electronic business platform, because online buyers must be able to adapt and fully purchase online.

Online shopping for consumers, the attraction lies in the convenience of the channel, rather than the low price of goods.

Then, China's luxury electric providers should really commit themselves to the luxury of brand licensing, which means the choice of goods and the commitment to customer service, so that online shopping can become more of an experience rather than just a cheap price.

So the bubble will disappear automatically.

3 fast fashion in the two or three tier cities can be like a duck to water?

After experiencing the water test stage, the international fast fashion giants are now entering the new era of rapid expansion of the horse race enclosure. The commercial section of the two or three tier cities has become the target of their competition.

The international fast fashion brand led by ZARA has indeed moved to the two or three tier cities while taking the first tier cities into account.

However, when these fast fashion brands aggressively attack the two or three tier cities, they will encounter the Chinese brands that have long been entrenched in this area, and the war between the two sides is inevitable.

What plays a decisive role in this area is their control over consumption habits.

Therefore, insiders believe that although international brands such as ZARA and H&M have already "radiated" their own market to China's two or three tier cities, their performance in these cities needs to be further observed.

After all, the two or three tier cities are not as highly internationalized as Beijing, Shanghai, Guangzhou and other big cities. Their local characteristics are obvious, the influence of the world trend is relatively small, and the local residents have their own special interests.

The residents' demand for products is more diversified, which puts forward more specific requirements for the segmentation of brand products, such as differences in the type of plate, style, color preferences, etc.

Compared with the local brands that have been ploughing for many years in the two or three tier cities, the international fast fashion brands do not fully understand the specific situation of the local cities in China. Can they enjoy the same amount of sales in these areas and maintain their sales volume of more than 2 million yuan per store?

4 how to improve the terminal performance?

The trend of the emergence of the department store, the emergence of the tide shop and the exhibition of the flagship tide also came into being.

Low profile luxury, minority tastes, with the gradual increase of consumption capacity of post-80s and 90s, the concept of "tide card" has been deeply rooted in the hearts of the people.

The trend of stars also affects the nerves of the retail industry, because the fashionable clothing they have designed has become a new force in the consumer market.

Singer Ku Kui Kei will create his own wave card and extend his tentacles to the mainland. The comeback of Edison Chan's Clot has become a fashion benchmark in Shanghai, and the expansion of scale operation is a matter of certainty.

In the international metropolis of Shanghai and Beijing, tide brands have been recognized by the mainstream consumer market. Some SHOPPING MALL have started selling fashion brands from all over the world, and the daily activities such as featured theme promotion, tidal wave election and tidal wave meeting are constantly improving and optimizing the chain of Chaoshi products.

Although tide dealers believe that the living environment of personality and even niche brands will be better and better, it is undeniable that some tide shops have realized that small brands need to be cultivated for a period of time before being accepted by the market.

Fortunately, although many tide brand sales performance can not compare with some mature brands, shopping malls even need to paste time to "raise", but with the increasingly fierce competition in department stores in the future, some department stores indicate that in the next year's regular brand adjustment, the introduction of more fashionable brands will be further strengthened to adapt to the new consumption main force.

In the process of "raising", tide dealers also need to think more about how to turn creativity into performance.

5 can designers "on-line" really become a trend?

In 2011, for designer brand, the most important signal was that designer brand moved from line to line and started the designer's brand D2C (designer to customer) trip.

From Taobao launched the D2C flagship store, and led by Wu Haiyan, Deng Lifu and Qian Feng of the national outstanding fashion designers, to the first Chinese collection of designer clothing brand B2C mall AnyShopStyle formally launched, and then to DOIN designer brand in China to open the first "designer fashion online shopping brand" B2C website, all this shows that in the mass brand and luxury brand, designer brand is eager to seek the most closely linked with the masses of consumers.

With the trend of consumers' pursuit of individuality and quality, young designers have also found a channel that can quickly get market recognition through online testing.

But it should be noted that at present, this form is relatively new. When people's freshness is over, a series of problems, such as too long waiting time due to logistics, lack of physical objects and questions about quality, will come into being. Therefore, designer's brand can not get full bloom online. At present, the conclusion is still too early. But it is certain that the development of this mode will take some time to run in. After mature, the answer will be self evident.

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6 how does the online brand go offline?

From the "O2O" mode to the "OAO" mode, the Amoy brand in 2011 can be described as a "soft landing" trend.

Although the "offline" has become the only way for many brands to develop and expand, it is still not successful to see the success of the terminal under the Amoy brand.

Most of the brands such as Masa Marceau have positioned the store as a complementary role in enhancing user experience, and are also different from the online operation in terms of price and other strategies, but the scale has never seen growth.

Despite the fact that it has launched the "OAO" mode of online and offline integration, it is still in its infancy and has not been operational.

It can be predicted that online brand "offline" has become the trend of the times. How to succeed in "soft landing" needs further exploration.

There are three points to consider. First of all, the brand must make accurate analysis of offline customers and compare with online customers to find out the differences and similarities.

Furthermore, is online experience accumulated entirely in line? This is also a matter that many Internet brands have not considered when they blindly open physical stores.

In addition, the most important point is how to ensure that there is no conflict between online and offline and promote each other, that is, how to integrate online and offline.

When the online brand line is mature, they can become a truly influential fashion brand.

7 can "electric shock" become a new growth point of department stores?

Wangfujing, Xidan shopping arcade, intime department store, new world, Zhongyou, Chait, Paris spring...

Last year, a strong number of traditional department stores in Beijing were building up online channels.

The annual sales volume of online retail is far less than that of real businesses, but the average annual growth rate is nearly doubled, which makes traditional business operators realize that the traditional department store net will be the trend of the times.

Although touches the net one after another, but at present most traditional enterprise's B2C website sales account for only 10% of its total sales.

Some people have pointed out that the lack of understanding of the electricity supplier and the improvement of the business concept are the key.

So what is the change of business concept? In fact, it is to let merchants understand that online shops should not be regarded as a kind of innovation or a kind of tasting, but to recognize that online shops are not just an innovation. They can actually expand the scope of department stores in a good way, and are a strategic move to establish their own advantages.

In the future, as long as we are able to master the development mode of electric business and change the view of electric business, the way that department stores will take is probably: under the Internet, we should work together to achieve win-win situation between online and offline.

8 what will the external buyer's department stores bring?

In February 2011, after 3 years of operation in Hongkong, the buyer's department store in Beijing announced that it will open two stores in Beijing and Chengdu in the next 3 years, and will return to the Shanghai market which has withdrawn because of its acclimatization.

In addition, NOVO department stores, well-known brands I.T and CPU, Thailand retail giant Shang Tai banner boutique department store ZEN and other buyer's retailers have also opened up shop in Beijing, Shanghai, Hangzhou and other cities.

Will these stores that operate as a buying system promote the buying process of local department stores? There are people in the industry who believe that restarting the buying system and taking the road of self-employed department stores is a new way to establish a personalized way for China's department stores.

But this mode of operation requires buyers to have a keen insight into the market situation, a deep understanding of the consumption habits of local business circles, and the shortage of domestic buyers is a big problem.

Besides, the risk of buying system is high, so the shopping mall should take the risk of selling out the buyout goods. Therefore, the buyer system can not become the main force of the development of the local market self owned brand at present.

In fact, the key to self employment is to train a group of prospective buyers and understand the buyers and buyers of the market and consumers.

With the expansion of brand scale, shopping malls can expand their buying teams in the short term, and formulate relevant strategic plans for training buyers.

At present, the overall development of the buying system in China's department stores is still a direction, and it will not expand too fast.

But one thing is for sure, increasing the proportion of proprietary commodities will be the general trend of the industry.

900 how will stores support local brands?

For a long time, the merchants in department stores have taken a look at foreign brands, which is one of the reasons leading to the homogenization of department stores. It also made some domestic brands in the high-end shopping malls, with English names as brand names and the origin of fictional brands.

It is difficult to enter stores and high cost. All along, when it comes to department stores, domestic clothing brands are always full of complaints, and they always think that domestic department stores do not give local brands opportunities.

It is worth expecting that this situation may change.

In September 2011, the Chinese Department Store Association organized 100 department stores to sign a proposal entitled "Publicizing Chinese brands and supporting Chinese brands", including Beijing Cui Wei building, Beijing contemporary mall, Beijing Xidan shopping mall, Qingdao sunshine department store, Tianjin Zhongyuan general merchandise and so on.

The initiative called the national retail business to support China's brand development from six aspects: providing sales convenience, organizing joint promotions, improving service quality, increasing the intensity of recommendation, guiding manufacturers to increase production and improving self employment ratio.

In 2012, in the second year after the bookmarking of "advocacy of Chinese brands and support for Chinese brands", what practical actions will be taken by the department stores that sign the proposal to support local brands? We will continue to pay attention to it.

10 can community MALL become a new mainstream?

In January 2011, when the core business resources, such as Wangfujing, Xidan and Chongwenmen, which had dense passenger flow, strong business atmosphere and relatively small business risk, became more and more scarce. Beijing's community business was generally favored by "small business risk and stable sales profits".

This year, many commercial complexes under construction will soon be completed in Beijing. Daxing, Fangshan and Changping will usher in many regional commercial facilities.

Indeed, "shopping is at home" has become a trend. Various types of community shopping centers have also sprung up.

The rapid development and improvement of community commerce will also greatly alleviate the heavy load of the central urban area while benefiting the surrounding residents. It will also greatly help improve the consumption level of regional customers and enhance the overall consumption level of residents.

Although domestic community shopping centers occupy a large proportion, there are few community functions.

Some developers are often very blind when building community MALL, and pursue high-end as the main purpose.

In fact, the community shopping center is more to serve the community residents. In positioning and investment, more should be close to life and pay attention to functionality.

In the future, community MALL will become the highlight of the development of retail real estate developers.

Only by doing well the differentiated operation of MALL in communities can it play its due role.